Article
BENETTON Illuminating Every Wardrobe
UNITED COLORS OF BENETTON
Benetton uses Adobe Commerce to grow its vibrant, rainbow-colored brand in Mexico.
The goals of this project were:
- Make the popular Italian brand relevant to Mexican consumers
- Create a contemporary omnichannel experience that keeps customers coming back
- Leverage valuable data insights to drive customer satisfaction and conversion
Uniting the World Through Color
When siblings Luciano, Giuliana, Carlo, and Gilberto Benetton founded United Colors of Benetton in 1965, they brought fun, tactile, and easy-to-wear clothing with Italian style to the market—introducing bold colors during an era dominated by gray, black, and beige.
In the decades that followed, Benetton's polo and rugby shirts, cashmere sweaters, bomber jackets, sweatshirts, and bucket hats became wardrobe staples for generations of people around the world. The brand's success has been driven by a combination of high-quality, well-designed clothing and creative, provocative marketing that addresses social issues such as inequality, racism, and corporate hypocrisy.
While the Benetton brand is well established in Europe, Asia, and the United States, it is relatively new in Latin America. That is changing, however, as the company invests in bringing its vibrant clothing to more markets.
Building a Loyal Local Following
Mexico represents a significant business opportunity for Benetton. The company's strategy is to win over Mexican consumers with convenient and personalized omnichannel experiences that address how they want to shop—whether in-store, online, or a combination of both. To bring its vision to life, Benetton Mexico selected Adobe Commerce, part of Adobe Experience Cloud, to serve as its e-commerce engine.
"We wanted to create digital shopping experiences that captured all the energy and creativity of the Benetton brand, but fully tailored to the Mexican market," says Regina Carpizo, e-commerce director at Benetton Mexico. "Adobe Commerce gave us the cloud-based tools, flexibility, and scalability we needed."
"We quickly saw how we could use Adobe Commerce to bring our clothing to life on screen—from presenting 360-degree views and showcasing trending attributes, to conveying the softness or durability of a fabric."
Regina Carpizo
Head of E-Commerce, Benetton Mexico
Carpizo chose Adobe Commerce over competing solutions because of its global reputation, functionality, and breadth of features—including Page Builder, Visual Merchandiser, and Order Management—from which the team can design and deliver dynamic, localized e-commerce experiences.
"We quickly saw how we could use Adobe Commerce to bring our clothing to life on screen—from presenting 360-degree views and showcasing trending attributes, to conveying the softness or durability of a fabric," Carpizo explains. "We could also do this efficiently from a site management perspective."
First Impressions Matter
Shortly after the Mexican website launched, the COVID-19 pandemic hit, underscoring the importance of digital channels. Despite the closure of Benetton's Mexican stores, for Carpizo and other team members, the shutdown presented an opportunity—more people would be spending more time online at home.
"We knew that if we demonstrated our relevance to Mexican consumers and delivered a safe, engaging online shopping experience through Adobe Commerce, we could attract even more customers to our brand," she says.
Omar Lugo, IT manager at Benetton Mexico, highlights the role security played in winning over both customers and company leadership: "Adobe Commerce offers robust encryption to comply with data privacy regulations. At the same time, automated security updates help ensure we are protected against threats. These capabilities, combined with our secure checkout, instilled confidence in Benetton site visitors from day one."
Lugo also notes how easily Adobe Commerce integrates with Benetton's logistics and corporate inventory systems, resulting in fast, efficient deliveries to customers. He is also impressed by the application's quick page load times and responsive site navigation capabilities, which create a positive first impression for visitors.
"Adobe Commerce offers robust encryption to comply with data privacy regulations. At the same time, automated security updates help ensure we are protected against threats. These capabilities instilled confidence in Benetton site visitors from day one." Omar Lugo
IT Manager, Benetton Mexico
Driving Incremental Improvements
Benetton's Mexican website continues to attract more consumers of all ages. Carpizo uses Adobe Commerce Reporting to analyze traffic patterns and conversion rates, and to better understand when, where, and why bounces occur. She appreciates the application's reporting and dashboard capabilities, which allow internal stakeholders—including senior leadership—to visualize customer engagement levels, loyalty rates, and trends. The analytics also enable Carpizo to refine and personalize the design, layout, and navigation journey to continuously increase conversion.
"Adobe Commerce Reporting gives us the insights we need to drive meaningful improvements to the site," says Carpizo. "By speeding up payment processing and refining image placement, we increased site traffic and revenue over the past two years and reduced our bounce rate by three percent."
To support the success of its e-commerce site, the Benetton Mexico team works closely with Wolf Sellers, an Adobe Commerce partner in Mexico City. "Thanks to the flexibility of Adobe Commerce and the Wolf Sellers development team, we have been able to respond to the many changes needed to address Benetton's fashion seasons, as well as tackle the challenges of store closures due to the COVID-19 pandemic," says Daniel Islas, Head of Sales at Wolf Sellers.
Driving Incremental Improvements
Benetton's Mexican website continues to attract more consumers of all ages. Carpizo uses Adobe Commerce Reporting to analyze traffic patterns and conversion rates, and to better understand when, where, and why bounces occur. She appreciates the application's reporting and dashboard capabilities, which allow internal stakeholders—including senior leadership—to visualize customer engagement levels, loyalty rates, and trends. The analytics also enable Carpizo to refine and personalize the design, layout, and navigation journey to continuously increase conversion.
"Adobe Commerce Reporting gives us the insights we need to drive meaningful improvements to the site," says Carpizo. "By speeding up payment processing and refining image placement, we increased site traffic and revenue over the past two years and reduced our bounce rate by three percent."
To support the success of its e-commerce site, the Benetton Mexico team works closely with Wolf Sellers, an Adobe Commerce partner in Mexico City. "Thanks to the flexibility of Adobe Commerce and the Wolf Sellers development team, we have been able to respond to the many changes needed to address Benetton's fashion seasons, as well as tackle the challenges of store closures due to the COVID-19 pandemic," says Daniel Islas, Head of Sales at Wolf Sellers.
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